Adam Breckler – ScribbleLivehttp://www.scribblelive.com
ScribbleLive is the leading end-to-end platform for content marketing engagement.Mon, 25 Sep 2017 15:00:34 +0000en-UShourly1http://s3.amazonaws.com/scribblelive-com-prod/wp-content/uploads/2016/06/favicon-150x150.pngAdam Breckler – ScribbleLivehttp://www.scribblelive.com
3232Native Analytics: A New Approach is Needed to Measure Content Marketing ROIhttp://www.scribblelive.com/blog/2014/06/03/new-approach-needed-measure-content-marketing-roi/
Wed, 04 Jun 2014 01:13:34 +0000http://www.scribblelive.com/blog/2014/06/03/new-approach-needed-measure-content-marketing-roi/ So what’s the ROI on all this content? It’s the million dollar question for marketers today. Yet when it comes to properly measuring performance, not being able to effectively track success metrics on content creation is a common predicament. The problem is two-pronged. First, there is a lack of Read more...

]]>So what’s the ROI on all this content? It’s the million dollar question for marketers today. Yet when it comes to properly measuring performance, not being able to effectively track success metrics on content creation is a common predicament. The problem is two-pronged. First, there is a lack of an industry standard for measuring content performance. Traditionally, marketers have relied upon top-level metrics like the page view to form a benchmark for content measurement and comparison. While there certainly isn’t anything inherently wrong with this approach, it leaves much to be desired. The second half of the problem stems from not being able to piece together the data that exists in various tracking systems and data silos to form an accurate and holistic picture of a single piece of content’s performance. To understand how we would like to measure success, we should first better understand why content marketing fails. There are dozens of existing analytics solutions focused on different applications: from tracking people to tracking mobile app activity, to tracking pageviews and ad impressions. With the recent rise of content marketing, the next logical step is to develop a more advanced analytical toolkit that marketers can use, designed with an individual piece of content as the centerpiece. A new generation of tools focused on solving these problems had recently emerged, including Contently Insights, Chartbeat’s recent announcement of support for native ads, Sharethrough’s Content Quality Score and Visually’s newest Native Analytics for measuring visual content performance. This new generation of tools needs to answer the hard questions being posed by marketers investing in content marketing. Should content marketing be judged and measured as a brand building exercise? An excercise in thought leadership? Cold hard direct response dollars and cents? All of the above? What we need is a new analytics framework native to the world of content and built towards answering the ROI question in as direct a way as possible. Adapting the 5 W’s of information gathering, we can use the following as a guide for answering the following questions:

1. (W)ho is viewing my content?

Marketers are accustomed to being able to target and measure their advertisements based on interests, demographics, psychographic and in-market intent data, using all forms of digital media platforms going back to the pre-internet age with TV and radio. Why should they have to settle for less when it comes to seeing who is viewing their content online? Using a Native Analytics approach, you should be able to have access to detailed information about your content’s audience in order to confirm that you are reaching your intended audience.

2. (W)hat types of content is my audience engaging with?

Is content about my products’ features and functionality or general content about my industry resonating better with my audience? This means figuring out which topics are most popular and which different forms of content (video/image) are the most appropriate fit for campaign goals.

3. (W)hen and for how long are they viewing it?

Is my audience a fly-by-night bunch of carpet baggers or are they deeply engaging with my content and intending to buy my product in the near future? Metrics relevant here include average time spent viewing, which can be measured by session length.

4. (W)here is my audience viewing it from?

Where in the world is my audience engaging with my content the most? Does this match my ideal market for my goods and services where my advertising dollars are being spent? Are they viewing my content on third party websites or on my own site? In fact, up to 10x the amount of views can take place off of your own website (if you are lucky), so measuring this off-site attention on your content can be critical to painting a full picture of its success.

5. (W)hy are they viewing it?

The most meaningful metrics are those that tell you something you wouldn’t have otherwise known and communicate an insight that was previously hidden to the naked eye. Intent is one of the most difficult metrics to quantify directly, but can be estimated based on other signals. Those include, but are not limited to things like “traffic source – did they read it by clicking through on a friends facebook link” and “organic search – was the content arrived at from an informational query through google like ‘how to tie a tie?'”. Understanding the intent behind a view is an important piece of measuring the content’s performance. And finally…

6. (H)ow much is my content really worth (in dollars and cents)?

The million dollar question in content marketing. Attempting to answer it directly is going to be highly dependent on a multitude of factors, like your industry, benchmarks and lifetime value of a customer to your business. At the end of the day however, arriving at a value for your content in dollars and cents is the missing piece of the puzzle. Once comprehensively answered, we can try and settle the debate over content marketing and its value to brands. What challenges have you faced when trying to track and measure the performance of your content? You can start learning more what native analytics can do for your visual content, using Visually’s new Native Analytics Tool. Let us know what you think!

]]>Growth Hacking with Infographics: A Peek Inside Visuallyhttp://www.scribblelive.com/blog/2013/07/25/growth-hacking-with-infographics-a-peek-inside-visually/
Fri, 26 Jul 2013 01:29:43 +0000http://www.scribblelive.com/blog/2013/07/25/growth-hacking-with-infographics-a-peek-inside-visually/Growthhacker.tv’s Bronson Taylor recently invited me to discuss how we use our marketplace to promote growth of the Visually platform and outline some general techniques for using infographics to promote growth in any business. The interview clocks in at around 40 minutes and can be accessed directly through this link. Read more...

]]>Growthhacker.tv’s Bronson Taylor recently invited me to discuss how we use our marketplace to promote growth of the Visually platform and outline some general techniques for using infographics to promote growth in any business. The interview clocks in at around 40 minutes and can be accessed directly through this link. Adam Breckler is a co-founder and VP of Product at Visually.

]]>Visualized: The Rise and Fall(s) of Bitcoinhttp://www.scribblelive.com/blog/2013/04/15/visualized-the-rise-and-falls-of-bitcoin/
Mon, 15 Apr 2013 17:00:10 +0000http://www.scribblelive.com/blog/2013/04/15/visualized-the-rise-and-falls-of-bitcoin/What is Bitcoin? Bitcoin is a decentralized digital currency based on an open-source,peer-to-peer Internet protocol. It was introduced in 2009 by a pseudonymous developer, Satoshi Nakamoto. It has risen to widespread media attention very quickly recently, leaving everyone to wonder what it is — and how it works. These visualizations Read more...

Bitcoin is a decentralized digital currency based on an open-source,peer-to-peer Internet protocol. It was introduced in 2009 by a pseudonymous developer, Satoshi Nakamoto. It has risen to widespread media attention very quickly recently, leaving everyone to wonder what it is — and how it works. These visualizations attempt to further explain the Bitcoin phenomenon in a visual way.

This short video explains the ins and outs of how Bitcoin works and how Bitcoins are mined.

]]>SXSW Through the Visually Prismhttp://www.scribblelive.com/blog/2013/03/26/sxsw-through-the-visually-prism/
Tue, 26 Mar 2013 21:48:35 +0000http://www.scribblelive.com/blog/2013/03/26/sxsw-through-the-visually-prism/With SXSW 2013 behind us, experiencing withdrawal is perfectly normal. You are supposed to miss the crowds, craziness, parties and all that amazing Texas barbecue, you really are. Visual.ly had a blast at SXSW this year, and we thought we’d bring you back to the party with some highlights of Read more...

]]>With SXSW 2013 behind us, experiencing withdrawal is perfectly normal. You are supposed to miss the crowds, craziness, parties and all that amazing Texas barbecue, you really are. Visual.ly had a blast at SXSW this year, and we thought we’d bring you back to the party with some highlights of our visit. Below are just a few of our photos. Did you capture any memorable moments yourself? Go ahead and share them with us via the comments below! And make sure to follow more Visually photos from @abreckler on Instagram. At the Speakeasyw/ the band "Wilder Lee"With a Fake Cat on the cornerWith the Holographic 3M LadyAt the Bing PartyAt the @Visually Gallery at the AMOA-Arthouse at the Jones CenterAt the Party at the AMOA-Arthouse at the Jones CenterOutside the recess arcade barFood trucks at East Side King at SXSWAt the @Visually booth giving out #visualhappinessAt the Postit boothPicture the future...At the @Visually booth, talking to clientsWith the friendly dutch girl at the @visually booth

]]>Improve Your Eating Habits With 5 Infographics on Nutritionhttp://www.scribblelive.com/blog/2012/09/04/improve-your-eating-habits-with-5-infographics-on-nutrition/
Tue, 04 Sep 2012 21:12:23 +0000http://www.scribblelive.com/blog/2012/09/04/improve-your-eating-habits-with-5-infographics-on-nutrition/So maybe you over-indulged on barbecue or couldn’t resist the cupcakes this holiday weekend — and with the end of summer, the scary prospect of jiggling around the beach in your swimsuit no longer taunts you. That doesn’t mean you should shelve your healthy eating habits and forget about them Read more...

]]>So maybe you over-indulged on barbecue or couldn’t resist the cupcakes this holiday weekend — and with the end of summer, the scary prospect of jiggling around the beach in your swimsuit no longer taunts you. That doesn’t mean you should shelve your healthy eating habits and forget about them until next Memorial Day! To rekindle your interest in healthy eating (we know those brochures at your doctor’s office can be boring), here are five infographics on nutrition. 1. Your health and the food you and your family eat are worth investing in year-round. And you can definitely learn to balance frugality with quality and conscientious choices. They aren’t mutually exclusive. This infographic depicts the evolution of the American diet and how recommendations have changed over the years.

3. The nutrition wars over carbs during the last 10 years have led to some serious confusion about carbohydrates, their effects on our bodies and their place in a balanced diet. Are carbs good for you or bad for you? The real answer is there are good carbs and bad carbs. This infographic helps you to distinguish between the two.